This morning, I discovered Charlene Li’s latest presentation on the future of social networks. What is in the presentation reiterates my views that the future of the majority of the web needs to be open. While social networks can be closed (a la a dining club at Yale), the benefit of a social network is the openness it has with the ability for every single user to create their own experience through the actions they take.
Social networks only work when there is a give/take (input/output).
- Users input their data/behaviors across a social network or participating site
- Users output/receive a much more targeted and richer experience
The web is going to be passing/sharing information back and forth between publishers (it currently is now with the DART/Atlas ad-serving systems in their real-time ad calls) beyond the traditional 728X90 or 300X250 ad units. Pages are fully dynamic now and content changes based on behavior attributed not just on a single publishers site, but across multiple publishers. The value of understanding what someone is doing on another publisher’s site (even potential competitor) is high.
The future social network is the SOCIAL network. It is omnipresent.